Berney Final Communication Wednesday Prague Nov 09

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Berney Final Communication Wednesday Prague Nov 09

  1. 1. Communication Wednesday 1
  2. 2. Agenda MMA: Growing the Mobile Marketing Industry Why Mobile? The Opportunity The Drivers for Mobile Lessons from Global Brands
  3. 3. MMA: Growing the Mobile Marketing Industry Worldwide MMA is: ACTION-ORIENTED MEMBER-DRIVEN DEDICATED FORWARD-THINKING 3
  4. 4. Mobile Marketing Landscape: The Numbers Total of $453.2B to be spent on advertising globally in 2009 1 2009 Projected Change in Ad Spending Selected Categories 2009 versus 2008 15% • 4.1 billion mobile users globally today 12% 9% • 61% penetration rate3 7% 5% 3% • 5.6 billion mobile users globally in 20134 -5% • Spending on mobile messaging is expected to rise to $2.9 billion -18% in 20105 -19% -20% -15% -23% • Mobile content is predicted to -25% rise from $24 billion in 2008 -25% to $47 billion by 20136 4
  5. 5. Why Mobile? The Question is: Why Not? The unique value of the mobile channel is clear Increasingly Higher level of attractive ROI as engagement other marketing and interaction channels lose controlled by their appeal the consumer Mobile can deliver Relevant, tailored, on the promise timely messages of one-to-one can translate to marketing high conversion rates 5
  6. 6. Question; what is driving the growth of mobile marketing? Confidential 6
  7. 7. The convergence arguement Print Recordings th Cinema Mass Radio Media TV Internet Mobile Confidential 7
  8. 8. In fact mobile adds other capabilities Print Recordings Coupons Cinema Bluetooth Radio M-commerce TV Internet Mobile Confidential 8
  9. 9. So it’s simple? Technological convergence can take place So will all channels converge through mobile? Perhaps………. Much more likely that in the short and medium term that mobile will ENHANCE & EXTEND the other channels Confidential 9
  10. 10. Extending & enhancing channels Print Recordings th Cinema Mass Radio Media TV Internet Mobile Confidential 10
  11. 11. From a mobile perspective SMS - Orange Wednesdays Keyword & Short codes in display adverts Confidential 11
  12. 12. From a mobile perspective QR Codes on outdoor posters Mobile internet sites Confidential 12
  13. 13. From a mobile perspective Bluetooth VUE cinemas & Xbox Mobile Applications - Flixster Confidential 13
  14. 14. From a marketing perspective • Telling people about new movie releases • Telling them where they can see the movie • Telling then when to go and see the movie • Getting people to interact with the movie • Driving people to movie theatres • Getting them to come back to the movie theatres Confidential 14
  15. 15. So if it’s not just about convergence…… Is consumer behaviour driving the move towards mobile? Confidential 15
  16. 16. The on-demand consumer ‘I want my stuff when and where I want it’ Confidential 16
  17. 17. It’s not about one dominant channel Consumer channel choice is driven by convenience & need Mobile isn't a thing Mobile is an access point Confidential 17
  18. 18. Learning from the web Amazon works because it makes sense and suits people. Find it, consider it, buy it, sit back and get it in the post Not because it’s on a PC Confidential 18
  19. 19. And there are other drivers….. Industry promotion Economic change Marketing challenges Data tariffs technology – handset functionality These changes Speed - 3G “stack up” on top of each Consumer Behaviour other Technological convergence
  20. 20. What can the mobile channel be used for? The same thing as every other channel. Acquisition – Retention – Brand Building
  21. 21. Coca Cola - global but local 1,142,095 Page views 550,541 Unique visitors ½ MILLION UNIQUE VISITORS INTERACTED WITH THE PROGRAM 100,144 Cards sent 39,540 Downloads Confidential 21
  22. 22. Nike – total integration Confidential 22
  23. 23. Lufthansa and the customer journey  Pageviews: approx. 1.5 million per month  Most used services: Flight status and check- in  Mobile boarding pass: approx. 90,000 per month (from online & mobile) – 60% via email – 40% via SMS  Session length: approx. 7-8 minutes Confidential 23
  24. 24. BMW – integration is key The mobile channel is a relevant customer touch point, but 1. Mobile does not function in a vacuum. 2. Mobile Marketing has to deliver value. 3. Megaportals are helpful as distribution channels. 4. Users want to get inspired and involved. 5. If you cannot track it - kill it! Confidential 24
  25. 25. P&G – Mobile CRM Confidential 25
  26. 26. National Express – instant feedback • National Express East Coast has a target for responding to written passenger feedback within 10 Days set by the Department of Transport • Rant & Rave service to capture passenger feedback and comments from every carriage on every train on the National Express East Coast network – instantly. • Platform uses a sentiment engine to rank texts and prioritise responses
  27. 27. Issues for marketers Understanding the role for mobile in the marketing mix Contextual; time, location, need Individual; demographics Context & relevance and much more…. Confidential 27
  28. 28. Two steps you can take www.mmaglobal.com Join the MMA! 28
  29. 29. Thank you. Questions? Paul Berney paul.berney@mmaglobal.com + 44 7753 566 441 Twitter - PaulBMMA

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